According to Whitney Houston’s former manager and sister-in-law, Pat Houston, Primary Wave has the potential to change the narrative.
Houston’s estate signed a three-year deal with Primary Wave in 2019, making it one of the music industry’s largest projects to date. The estate’s earnings reportedly quadrupled ten years after her death in February 2012, after taking a 50% stake in the singer’s music assets.
The profits came from “partnership renegotiation, focusing on merchandise, digital strategy, and social media enhancement — generally upping the game.”
Houston’s estate was valued at $14 million prior to the partnership’s efforts.
Pat, an executor of Houston’s estate, claims that the goal of the deal was to refocus attention on Houston’s legacy.
“With everything going on right now, she’s still touching lives,” Pat told Billboard. “She should be remembered for her music and community service, not for her relationships.” And the fact that all of this is happening proves it. It’s a clear path with no distractions to keep things moving forward for her legacy.”
According to the outlet, Primary Wave has been behind Houston’s upcoming biopic “I Wanna Dance With Somebody,” a MAC Cosmetics collaboration, a perfume line, and an archival book since the partnership.